Headquartered in Seoul, Brewguru is Korea’s leading RTD producer having captured over 80 per cent of the market share in 2024, and internationally, Brewguru expanded rapidly.
This success was driven by Brewguru’s Fresh Lemon and Lime Highball, a first-of-its-kind RTD with fresh fruit slices, which sold more than 22 million cans in Korea after launching in April and is rapidly gaining traction across Asia.
“We sold over one million cans in Taiwan and Hong Kong last year while scaling our production to meet surging demand, with capacity set to reach 16 million cans per month by April 2025,” says Mikkeli Han, Australia CEO, Brewguru.
With an RTD market almost 10 times the size of South Korea’s, Han shares Brewguru’s plans to bring something new and exciting to the Australian consumer.
“In 2025, we’re focused on introducing our flagship products to Australia. Our Fresh Lemon and Lime Highballs, with real fruit slices, are designed to offer premium, innovative drinking experiences that align with Australia’s growing demand for high quality, standout products.
“We’re not aiming for a small slice – we want to make a real impact and eventually capture a significant share of the market.”
Mikkeli Han
“We’re not just here to introduce K-culture; we’re here to have fun and bring a fresh approach to the RTD category. We’re a company led by a bunch of gurus with a ton of recipes and ideas, and we believe Oceania has huge potential for us in the future,” he stated.
Be bold
In the year ahead, Han expects Australian consumers to continue prioritising premiumisation, innovation and unique drinking experiences.
“Consumers are seeking products that stand out – be it through quality, authenticity, or a story worth sharing. Health-conscious choices will also drive demand for lighter, refreshing beverages with a focus on natural ingredients,” he explained.
With an NPD pipeline which he says is “driven by creativity and fun”, Han sees huge potential for Brewguru to disrupt the competitive landscape of Australia’s RTD market with bold new products.
“We have lots of exciting recipes and ideas that reflect our philosophy: we’re a fun-driven company with a deep desire to bring new, unexpected experiences to the market. As we expand, we’re excited to tell these great stories alongside our innovative products,” he continued.
“We believe the Oceania market holds huge potential for us, and we’re looking for local trade partners who share our passion for bringing new, exciting experiences to Australian consumers.
“Together, we can create something special and ensure Brewguru becomes a key player in the RTD space,” Han concluded.
Portfolio diversification
While Brewguru is well established in the Asian RTD market, not only does the group plan to take the Australian market by storm, but it will also expand the realms of its portfolio.
“In 2024, we welcomed Barry MacAffer, former Master Distiller of Laphroaig, also known as Malt Boy to his global whisky fans, who is now leading the creation of premium K-Whisky at our largest distillery in Korea, setting the stage for our entry into the global whisky market.”
This article originally appeared in the 2025 Industry Leaders Forum issue of National Liquor News: